Great sitcom characters have catchphrases, great companies have slogans. It’s a short phrase that tells you everything you need to know. A good slogan is catchy, memorable, and sums up exactly what your company is all about.
Here’s how to write a good slogan or tagline for your small business.
A slogan or tagline is a short line of text that summarizes the essence of a company.
Why are they useful?
A slogan helps customers recognize your company and tells them what to expect from you. If it sticks in their mind, your business will too.
Lots of companies use a slogan or tagline alongside their logo and brand name, to influence how the public see them. This encourages customers to associate the company with the promise or emotion conveyed by their slogan.
Do you need a slogan for a small business?
Yes, definitely! When you run your own business, a catchy tagline can help you shape people’s first impressions of your brand. If you use your slogan consistently, customers will start to connect it with your company name, making your business more recognizable.
How to create winning slogan
To start, write a long list of options. Good, bad, hideously ugly—get them all on the page! Inspiration can hide in the most unlikely places.
Here are the 7 features of effective slogans:
- Keep it short. Use 4 to 6 words.
- Show personality. Address what makes your company unique.
- Make it sticky. Will people remember it after a few days?
- Make a promise. Build trust by keeping your promise.
- Use positive phrasing. Tell people what you offer, not what you don’t.
- Use language as a hook. Rhyme or alliteration can make taglines catchier.
- Be confident. A good slogan highlights your ambitions as a company.
Then create a shortlist of favorite slogans you want to test further.
What makes a bad slogan?
There are lots of articles online about the worst slogans out there. They make for entertaining reading! Don’t let these mistakes mess-up your slogan:
- Forcing rhymes. Rhyming slogans are easy to remember. But the rhyme should emphasize your core message. Forced rhymes just look clumsy.
- Overpromising. Big promises show ambition. But blatant overpromising will harm your company’s reputation and put customers off.
- Being too vague. Wishy-washy slogans sound dull and uninspired. Choose expressive words and make a statement about your company.
- Being offensive. Many candidates on the “worst slogans” list are sexist or racist by today’s standard. It’s a surefire way to turn public opinion against your company.
Is a controversial tagline a good idea?
There’s always been a debate about controversy in marketing. Yes, a controversial slogan will get people talking about your company, but is likely to split opinion causing you to lose customers. Only use a controversial slogan if you’re willing to stand by it 100%.
How to test your slogan before you use it
- Say it out loud
- Google your slogan to check if it’s already in use or registered by another company
- Ask for feedback from people who don’t know your company
- Ask people to think of ways your slogan might be offensive
- Ask a friend to recite your slogan after a few days. Can they remember it?
- Ask existing customers if the slogan feels like a natural fit for your company
Always make time to test your slogan. Once you start using one, it’s difficult to change.
Where to use your slogan
Use your slogan or tagline wherever your customers might see it. Like:
- in your website’s header area
- on your business cards
- on your product packaging
- in your email signature
- on your social media profiles
- in business listings
Want to make your company unforgettable? Combine your new slogan with a memorable logo.